The Acquisition reports show you where new and returning users are coming from. For example, you can use the reports to see how many users found your website using Google Search.
The following reports appear by default:
- Acquisition overview summarizes your acquisition data
- User acquisition shows how you first acquired the users who were active in the chosen date range
- Traffic acquisition shows new sessions from new and returning users in the chosen date range
- Google Ads campaigns shows Google Ads campaign data when you integrate with Google Ads
Access the Acquisition reports
To access the Acquisition reports, click Reports > Acquisition in the left navigation. If you don't see the topic, an administrator may have removed it from the navigation.
See more acquisition data
You can populate the reports with more detailed acquisition data by integrating Analytics with the following ad platforms and then using the auto-tagging feature available with the integrations. Alternatively, you can manually tag the destination URLs in your ads with UTM parameters.
The Acquisition overview report summarizes your acquisition data to help you develop a unified understanding of where users are coming from. You can customize the cards in the report, but by default, the report includes the cards in the following sections.
The overview card shows key acquisition metrics with a trendline for each metric over the chosen date range (on the top right of the report). For example, the overview card may include a tab for the number of conversions over the past month with spots for anomalies in the data.
Users in last 30 minutes
The Users in the last 30 minutes card shows activity as it happens using data from the Realtime report. The card shows the number of users in the last 30 minutes (per minute) with up to 5 countries from which the activity originates. Learn more about location information.
New users by First user default channel grouping
The New users by First user default channel grouping card summarizes the information in the User acquisition report.
Sessions by Session Google Ads campaign
The Sessions by Session Google Ads campaign card summarizes the information in the Google Ads campaign report.
The Lifetime value chart illustrates the average revenue from new users over their first 120 days. You can use the chart to determine how valuable users are based on additional revenue you generate. For example, a user purchases a shirt and then purchases pants the following week. Lifetime value (LTV) includes both purchases, indicating the overall success of the acquisition.
The User acquisition report shows data about how you first acquired the users who were active in the chosen date range (in the top right of the report). For example, you acquire a user in January and you look at the report for April. If the user was active in April, then you'll see the user in the report with data about how you first acquired them in January.
By default, the report is grouped by the First user default channel grouping dimension, but you can change the dimension by which the table and two visualizations are organized using the drop-down in the table. The "First user" prefix in "First user default channel grouping" indicates that the default channel grouping applies to new users. Learn more about the traffic-source dimension scopes.
The Traffic acquisition report shows data about new sessions from both new and returning users.
By default, the report is grouped by the Session default channel grouping dimension, but you can change the dimension by which the table and two visualizations are organized using the drop-down in the table. The "Session" prefix in "Session default channel grouping" indicates that the Google Ads campaign applies to new sessions. Learn more about the traffic-source dimension scopes.
Google Ads campaigns
You can access the Google Ads campaigns report by clicking View Google Ads campaigns on the Acquisition overview report. To populate the report with Google Ads data, you need to link Google Ads to Analytics.
The report helps you see the Google Ads campaigns that acquire the most users. For example, the following shows that the 1009693 campaign drove the most traffic over the last 28 days (based on the date range in the top right of the report).